When Alex Ikonn and his wife Mimi realized how hard it was to find good hair extensions, they knew they had stumbled on a business opportunity.
They took their problem and solved it by creating Luxy Hair - an extremely successful online store selling hair extensions for women.
And the coolest part? Their business is powered almost exclusively by tutorial-style YouTube videos.
Their YouTube channel was created in 2010 and since then has amassed 1,474,246 subscribers and 173,657,125 total video views.
In other words, Luxy Hair is the perfect example of an audience enabled business that relies on a loyal community of fans instead of other channels like SEO and paid advertising.
I caught up with Alex to find out how they took their site from idea to million dollar business.